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STRATEGI KOMUNIKASI REAL MASJID DALAM MEMBENTUK CORPORATE IMAGE MASJID RAMAH ANAK MUDA (STUDI DESKRIPTIF KUALITATIF PADA PROGRAM STARDAYNITE DAN SUFI)
This study is motivated by the perception among some young people that mosques are often associated with rigid religious activities, making them less attractive to the younger generation. This study aims to analyze the communication strategy of Real Masjid in shaping its corporate image as a youth-friendly mosque through the Stardaynite and SUFI (Suka Film) programs. The study uses Cutlip and Center’s communication strategy model and Jefkins’ corporate image concept with a descriptive qualitative method. Data were collected through interviews, observation, and documentation involving program managers and one participant as a source triangulation. The findings show that the communication strategy is implemented through four stages, namely research–listening, planning–decision, communication–action, and evaluation. The programs are designed according to young people’s interests, presented in a relaxed and interactive manner, and promoted through social media. The results indicate that the strategy reflects Jefkins’ corporate image factors, namely service quality, program marketing success, and social responsibility. Thus, the communication strategy through the Stardaynite and SUFI programs contributes to shaping Real Masjid’s corporate image as a youth friendly mosque.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 22107030044 Nada Salsabila Darin Rismaya
STRATEGI KOMUNIKASI REAL MASJID DALAM MEMBENTUK CORPORATE IMAGE MASJID RAMAH ANAK MUDA (STUDI DESKRIPTIF KUALITATIF PADA PROGRAM STARDAYNITE DAN SUFI) (Text)
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